Hi there,
Happy to give you some initial thoughts and guidance on your book club app launch and user acquisition strategy. It sounds like you're facing a pretty common challenge - getting users isn't the same as keeping them! You've got to think about incentivising retention as much as getting downloads.
We'll need to look at incentivising retention...
First things first: User retention is a tricky one, especially with apps where the novelty can wear off quickly. People sign up, use it for a bit, and then drift away. So the key is to provide real, ongoing value to keep them coming back. This is where your initial offer in the ads becomes super important. It's not just about getting the download; it's about setting the stage for long-term engagement. You need to give them a reason to keep coming back.
Think about it: why do people love book clubs? Community, discussion, discovering new books, feeling connected. Your app needs to replicate that. You could experiment with offers to see what brings users in and keeps them active. It might be something really obvious, or it might be a complete surprise.
I remember working on a campaign for a student recruitment client where we reduced their cost per booking by 80%. Although they weren't a book club, the underlying strategy of deeply understanding what potential users are looking for and then crafting offers that resonate is very relevant to your challenges. The key is to give some thought to what they really are looking for, and then test offers that match this perfectly!
I'd say you need to consider platform considerations...
Don't sweat the specific platform *too* much at this stage (Facebook, Insta, whatever). Everyone obsesses over the algorithm but tbh, it is all about the offer, innit? A good offer will pull people in *and* keep them hooked. Of course, it makes sense to get the platform right - but this is less important than the offer!
However, it *is* worth doing some research. For example, you probably would want to advertise on platforms that have some kind of literature communities, or you could even try targeting reading and writing interests. Facebook and Instagram ads can work well. But don't sleep on newer platforms. TikTok might seem like a young person's game, but there's a growing "BookTok" community that could be ripe for the taking.
I recall a campaign for a software app, where we achieved 45k+ signups at under £2 cost per signup using Meta Ads, Tiktok Ads, Apple Ads, and Google Ads. For your book club app, boosting retention could involve offering free premium features for the first month to new users, potentially leading to more sign-ups and higher retention. What about a competition for a signed book? Or exclusive content? Anything to give 'em a reason to stick around? The key is to make it something exclusive to your app, something they can't get anywhere else. Then you create a sense of value and loyalty.
You probably should focus on your pitch to investors...
Now, regarding your pitch to investors: They're not just looking for downloads, they're looking for sustainability. They want to see that you're not just burning through cash to acquire users who then vanish. This is where those metrics I mentioned come in. LTV (Lifetime Value) is the total revenue you expect to generate from a single user over their entire time using your app. CAC (Customer Acquisition Cost) is how much it costs you to acquire that user in the first place. If your LTV is significantly higher than your CAC, that shows investors that your business model is viable and scalable.
If your LTV is £10 and it costs you £2 to acquire a customer, this is something a savvy investor likes to see. If these were the figures, it means there is a 5x return on investment!
To make sure these metrics are nailed, think about your sales process. What do you want people to do to become a qualified lead that you can turn into a customer? Usually, the first step is to either fill out a lead form or to schedule an intro meeting or consultation. You could also offer a free audit or strategy review. Depending on what the first step is that people need to take, this is what your website's start page should lead people to. Optimise this page with sales copy, make it really persuasive to take the first step. - Some professional copy could really go a long way.
You'll need to develop a marketing plan...
After the launch you have more options and you'd probably want to test out more channels and spend more budget then. So what are you waiting for? You could make a landing page, show off all the features, get people really excited with the copy. Collect emails for a waitlist, maybe tied with a special offer like free access once the app launches. Email the list with updates, ask for feedback, give the first batch of users access when you need beta testers. You'll need to keep them engaged until the launch.
I wouldn't start promoting the waitlist until a) it's an MVP before you're building the actual app to gauge demand, b) you're accepting or will soon accept a cohort of beta testers, c) your actual launch is coming up. To get people to sign up to the waitlist, I'd promote it:
- Betalist, Producthunt, indiehackers
- post in groups in social media
- ads if you have budget but this is usually expensive and better for long-term campaigns after the launch
- you could try emailing blogs and journalists and see if they'd like to write a story about it
I've detailed my main recommendations for you below:
| Area | Recommendation | Reasoning |
|---|---|---|
| User Retention | Design a compelling offer that encourages long-term engagement (e.g., free premium features, exclusive content, book club with authors). | Incentivises users to stay active beyond the initial download, fostering a thriving community. |
| Platform Selection | Prioritise platform selection based on existing literature communities (e.g., Facebook groups, BookTok on TikTok). | Reaches a targeted audience already interested in books and reading. |
| Investor Pitch | Showcase a healthy LTV:CAC ratio to demonstrate the sustainability and scalability of the business model. | Provides investors with confidence in the long-term profitability of the app. |
| Marketing Plan | Create a landing page to show off the app, get people really excited, and create a waitlist with a special offer to incentivize sign ups. | Creates a sense of anticipation and exclusivity, encouraging early adoption and gathering feedback. |
Implementing these recommendations should give you a solid foundation for acquiring and retaining users for your book club app. I understand you're working towards a pre-seed funding round. Doing the above should give you a fighting chance of securing it.
I understand that the ins and outs of ad campaigns can be a minefield. Given your upcoming deadline with potential investors, it may be helpful to get an expert opinion. If you feel you would benefit from more hands-on support, consider booking a free consultation with our team. We can deep dive into your marketing strategy and explore how to optimise your campaigns for maximum impact.
Regards,
Team @ Lukas Holschuh
Lukas Holschuh
Founder, Growth & Advertising Consultant
Great campaigns fail without expertise. Lukas and his team provide the missing strategy, optimizing your entire advertising funnel—from ad creatives and copy to landing page design.
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